Today, we are responding to two major challenges in our markets.
- The first challenge is to have a viable business offer that reflects the need to offer targeted brands and product platforms to small and national chains. We should also be a competitive partner for larger European furniture and bedding specialists. Based on the industrial network that we are operating in, we are the only player in the European bedding industry that has the preconditions to take on that role.
- The second challenge is underdeveloped distribution systems on emerging markets, particularly Russia, Asia and Eastern Europe. This is where the advantage of our size comes in. When we see that we don’t get through to consumers through existing distributional set-ups, we build our own go-to-market approach. In Russia we have currently more than 250 owned retail outlets (Askona). In Asia our growth ambitions are at a similar level with the Slumberland brand; here we have roughly 160 owned outlets.